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One of the impactful advertising tools that has been recently launched on Amazon product list pages is enhanced Branded Content that adds features to the customer experience with interactive design and innovative features.
Customers are staying longer on the page, and the attention span is longer due to the interactive elements – they focus more on the features that help them understand a bit more about the product before they decide about purchasing it. More customers reach the end of the page with this EBC++ content than when looking through static images and text, as on the regular PDPs. Also, we have found that EBC++ drives sales up to 44% –
adding to the basket is more likely to happen when interactive content is present on the PDP.
Another important tool is interactive Q&A and comparison table. These features drive the highest interaction, likability, and future usage. On average 1 in 10 users interact with any of the features. However, if there are more different types of interactive features, the number goes up.